Super Marketing

DSM, Food Ingredients Europe (FIE)

With the new logo and brand promise, DSM made a clear step into the future. The brand tagline: “Bright Science, Brighter Living” underlined the DSM mission to create brighter lives for now and the future. kubik was challenged with ensuring existing clients and trade show visitors become aware of the “new DSM”.

kubik created a 2-storey environment using the full kaleidoscope of DSM colors as atmospheric accents to represent their product categories. On the main floor, a clutter free “Supermarket of the Future”, showed product areas equipped with LCD monitors depicting DSM product and shopping tablets, encouraging interactions with customers at various product stations. The second story provided a more private area for business discussion.

Interactions with customers, data collection, and fulfillment were conducted electronically via tablet devices. Exhibit visitors could interact with the displays, bringing up additional information on each product, including a list of DSM ingredients. for self-discovery opportunities. The result was a totally clutter and paper-free exhibit with technology driving a vision of supermarkets in the future. The interactive concept was used at subsequent shows of DSM Nutritional Products and DSM Food Specialties.